Want To Find New Donors This Fall? Do These Three Things In August.
It always shocks me how quickly summer is over.
BAM! Just like that, my entire window of sunshine and playtime is gone. I start to see the beach toys on clearance and new school supplies stacked high on the Target shelves. (Because Target is my main indicator of seasonal change... #WorkingMomLife.)
So now that we know we have precious weeks left before we are hustling to donor meetings with pumpkin spice lattes in our hands, what's a fundraiser to do? The most important thing to remember is once Fall approaches donors are ACTIVATED. They are out at events, attending conferences, willing to take meetings and happy to host gatherings. With all this good energy and willingness to connect, how does a fundraiser leverage this wonderful, warm time of year?
Here are three tips from my experience to help you prepare for donor prospecting this Fall. Don't miss out on building new relationships that can support your mission. Remember: it usually takes 6-9 months to close a gift from an initial meeting. Connections made this Fall means gifts next Spring!
1) Recreate the House Party from Fall 2018 & Engage the Same Host
If last year, you had a great house party hosted by a board member or donor, ask them to recreate it. This will support donor retention, often more important than prospecting. But, this year, intentionally seek to widen the circle. With advocates in the room who came and gave last year, new prospects will feel more confident when they decide to cut a check, seeing folks they trust have stayed attached to this organization and its mission. Consistency is key to growing community amongst your donors. And, since we have to think about the numbers, look at the long term possibility of being consistent.
YEAR 1 : 10 donors @$500 each ($5,000)
YEAR 2: 20 donors @ $500 each ($10,000)
YEAR 3: 40 donors @ $500 each ($20,000 + new hosts for YEAR 4 to begin to build a new community + 10 donors who have given $1,500 over 3 years- maybe invite them to upgrade to $5,000 over the next 3? Oh, the possibility! The joy! The growing resources for change-making! (I'm such a fundraising dork. ;)
It's tempting to do new parties with new hosts but you will have a higher return on the same party with the same host if you keep the event inspired, compelling and bring a targeted ask to it. Ask everyone who came last year to come with a plus one and give them the tools to make a compelling ask of those they seek to bring.
2) Prepare to Make Conferences About Real Connections
So, conferences... if you can, get the roster of attendees and speakers early and do some digging. Making connections before you arrive at a conference makes it worth it. Plus, if you start to assess the network in attendance and none of the relationships are new or seem to have new possibilities attached to them, why are you still going to this conference? I make it a rule to attend only one conference a year to be with my 'people' and be inspired by them. All the other conferences need to be strategic to my development and outreach goals. That said, grab that roster or look up those attendees and speakers. Connect with the speakers on LinkedIn (shout to the @LinkedIn folks for creating this space to do that network weaving fabulousness...) and strategically connect with attendees you think would be good connections to your cause. Also, please don't be creepy and just connect with them with a generic message. Personalize it a bit. Try this out: "Hi there! I saw you....are working on or involved in or we are both connected to... would love to meet you at the upcoming conference! Let me know if you're free for coffee before or after." These connections make a conference worthwhile and can have you accessing new relationships that can grow to love and give to your mission. A great conference to attend and build connections is Opportunity Collaboration. They, simply put, ROCK at making sure authentic connections happen for change makers. https://ocimpact.com
3) Retreat! No, seriously...
If you can, attend a retreat this Fall! Professional development is key to staying motivated in your role as a fundraiser. I don't care what your boss says either. Book one. ;) Data shows up fundraisers are constantly leaving their positions, with turnover rates that are really frustrating to long term stewardship and success at most nonprofits. I vote we all carve in a moment for development folks to go away and write, connect or reflect this Fall. The added benefit to an organization? Meaningful, great networking! I always seek to tell people about my world and work on retreats. The causes I represent are so core to my identity that I always end up sharing! I've met many amazing change-makers, colleagues, donors and movement builders at Omega Institute, whom I'm still working with to this day. You can check out their catalogue of thoughtful, reflective retreats here: https://www.eomega.org
So, use August wisely. Map your Fall events, conferences, retreats and gatherings as best you can. Dream on the possibilities: "If I met this person, what would we do together to create change?" And don't forget the universe always has the right people fall in your path at the right moment. You just have to be brave enough to take the first step in asking them to join you in mission making.